Is there any real benefit from the ROI (return on investment) assessment in the event industry, in other words, a quantitative measure of performance? Certainly! Moreover, you can not only measure the effectiveness of the event, but also significantly increase it.
We would be glad to provide you with 5 tactics that you need to follow before, during and after the event to get a positive ROI.
BEFORE THE EVENT. WHY SHOULD I GO?
1. No audience engagement = no ROI
It is impossible to talk about the effectiveness of any event if there is no interaction with the audience and its involvement.
“Audience engagement” is achieved thanks to newsletters, postings in social networks, targeted advertising, etc. If you organize the event, do not bother to make a press-release: inform your potential guests via mailing or post on Facebook, Instagram, Linkedin about the date, time, theme of the occasion and what new they can find out. Do not forget to attach information about the speakers and ask the latter to share the post in their social media accounts. As a rule, many of them agree, because they can once again position themselves as experts 😉
DURING THE EVENT. «IT’S AWESOME HERE»
2. Event-apps are more effective than we think
Audience engagement and interaction has become much easier given tons of tools, which appeared not that long but has utterly changed our lives. At present, it is not so difficult as it was earlier to provide the best service for guests and event participants.
For example, Attendify helps to build relationships at conferences and events through private event communities. Besides, organizers are able to analyze statistical data in real time, namely, the number of openings of certain publications, presentation views, and also track likes and comments. This application also has the function of conducting polls in real time.
AFTER THE EVENT. REPUTATION
Collect information about the NPS (net promoter score) or level of guests’ satisfaction with the event, the index of readiness to recommend you. 64% of marketers use NPS to calculate ROI to determine the most loyal visitors.
Google Forms are perfect for this. You can get answers to all your questions using SurveyMonkey – a platform for conducting online surveys. The latter help to compile the NPS table after surveys with questionnaires and in such a way monitor the effectiveness of the event, making possible the error recovery.
4. Monitoring of the participants
After the event, analyze the ‘circulation’ of the visitors, their interaction with speakers/exhibitors, when and where was the highest level of activity, what sessions were the most popular. CodeREADr helps to track the attendance through an offline-scanning of the visitors’ badges and GPS-tracking.
5. Post-release of the event
The effectiveness of the event from the point of view of business will be even higher if you will get in touch with all the participants – speakers, partners, new collaborators via sending them photo- and videomaterials from the event.
In such a way, you will express your appreciation for their interest or support; inform them of upcoming events and offer cooperation. For the record, participants, as a rule, are happy to share high-quality photos in social networks, mentioning the event itself. Thus, more people will ‘become familiar’ with your company 😉